Category Archives: digital

Explainable AI: What’s inside the black box?

by Mark Anthony Camilleri | May 27th 2026

Artificial intelligence (AI) is now part of everyday life. It recommends what we watch online, helps banks approve loans, assists doctors in hospitals and even acts as a digital gatekeeper for who gets hired. Many people enjoy the convenience of these systems, yet few truly understand how they work. That is where the “Explainable AI” notion comes in. Essentially, it is a growing movement that is aimed at increasing AI transparency, to earn user trust.

For years, AI systems were treated like mysterious “black boxes”. You feed information into them and they produce an answer. However, at times, it proves hard to clearly explain how they have reached their conclusions. Even the engineers who have built these systems sometimes struggle to fully understand the internal reasoning behind complex AI models.

This becomes worrying when AI is used in areas such as healthcare, education, banking, policing or public services. Imagine applying for a loan and being rejected by an AI system without any explanation. Alternatively, consider a hospital using AI to help doctors diagnose patients without anyone being able to explain why the system recommended a particular treatment. In such situations, people may naturally ask: Why did the machine decide this? Explainable AI (XAI) tries to answer that question.

The basic idea is simple. AI systems should not only give answers; they should also explain how they arrived at them. Users deserve understandable reasons behind decisions that affect their lives. Transparency builds trust. Without it, people may fear that AI is unfair, biased or unreliable.

These concerns are not imaginary. There have already been cases where AI systems produced erroneous results because they learned from flawed or incomplete data. Some systems have treated people unfairly because of gender, race, age or where they resided. If the data used to train an AI system contains bias, the machine will usually amplify it.

Notwithstanding, the world around us never stands still. Economies shift, behaviours evolve and social conditions change. As a result, the AI models that are trained on old data may become inaccurate over time. Hence, an AI system that worked well two years ago may suddenly start making poor or unfair decisions today. Experts call this “data drift” or “concept drift”.

This is why explainability matters so much. When AI systems can be examined and understood, it is much easier to detect and correct their errors and biases.

Researchers and technology companies are already developing tools to make AI more understandable. Some of these diagnostic tools have unusual names such as SHAP and LIME. Despite the technical labels, their purpose is quite straightforward: These interpretability frameworks can help identify which factors have influenced an AI decision the most.

For example, if an AI system denies someone a bank loan, these tools can show whether income, employment history or debt level has played the biggest role in the decision. This allows humans to review whether the outcome was fair and reasonable.

In this day and age, explainable AI has moved beyond the lab; it is now a concern for everyone, not just for tech experts. Regulators, governments and businesses are demanding for more transparency. In Europe, the new AI Act and existing privacy laws such as GDPR are pushing organisations to become more accountable for how AI systems operate.

There is also growing recognition that humans must remain involved in important decisions. Experts often refer to this as the “human-in-the-loop” approach. In simple terms, AI is meant to support human judgement. It should not replace it. A doctor, teacher, judge or manager should still be able to question and override an AI recommendation when necessary.

This balance is essential because AI systems are powerful, but they are not infallible. They can make mistakes, misunderstand situations, hallucinate or fail to recognise unique human circumstances.

We simply cannot afford to trust algorithms blindly. This is where explainable AI steps in. It helps ordinary users feel more confident about the technology they use every day. When people understand how a system works, they are far more likely to accept it. Thus, transparency will replace fear and confusion.

However, the challenge is that there is often a trade-off between power and simplicity. The most advanced AI systems, including modern generative AI tools, are often the hardest to explain. Simpler systems are easier to understand but may not perform as well. Therefore, researchers are striving in their endeavours to find the right balance between accuracy and transparency.

Arguably, the future of AI hinges on trust. Society is unlikely to fully embrace technologies that appear secretive or uncontrollable. Businesses and governments must therefore ensure that AI systems are fair, explainable and aligned with human values.

If these systems remain opaque, as  their modus operandi are hidden, blurry or impossible to see through, their users may lose confidence in them. On the other hand, if we make AI understandable, we can finally harness its full power to build a fairer, more beneficial future for all.

Debatably, explainable AI is more than a technical upgrade. It is a moral safeguard. It ensures that humans don’t get sidelined as machines become smarter.

In this new information era, explainable AI isn’t just a technological upgrade; it’s a moral boundary. It ensures that as machines get smarter, humans don’t get left in the dark. In a world shaped by intelligent machines, we must hold on to one simple rule: if an algorithm makes a choice that changes your life, you have every right to know how it reached its conclusion, why that decision was made, where the data came from and when the logic was applied.


Learn about Explainable AI. You may refer to my open access article that was published through Elsevier’s Technological Forecasting and Social Change (ABS 3; ABDC A). It advances a systematic review of leading explanable artificial intelligence (XAI) tools, frameworks and best practices.

Key takeaways:

📍It explains key concepts related to XAI research.

📍It provides clear insights into widely used techniques like SHapley Additive exPlanations (SHAP) and Local Interpretable Model-agnostic Explanations (LIME), among others.

📍It presents a comparison matrix of XAI tools. It specifies their key metrics, strengths, weaknesses/limitations and domain fit.

📍It puts forward a conceptual framework to support responsible AI implementation.

📍It provides practical, actionable guidance for developers of AI solutions, as well as for professionals, who are responsible for managing data-driven strategies and governance policies.

📍It serves as a valuable resource for those aiming to move beyond black-box reliance toward more informed, responsible and accountable AI oversight.

📍It outlines future research directions related to XAI and discusses on their potential impact.

Suggested Citation: Camilleri, M.A. (2026). Opening the black box: Operational principles, tools and frameworks that advance explainable artificial intelligence (XAI) models, Technological Forecasting and Social Changehttps://doi.org/10.1016/j.techfore.2026.124710


Mark Anthony Camilleri is an Associate Editor of Bus. Strat. & the Environ. of the Int. J. of Hosp. Mgt.| Fulbrighter| Listed among top 2% of scientists (Elsevier)| Expert Reviewer for research councils| Principal Investigator| Statistician| PhD Mentor


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Filed under academia, artificial intelligence, digital, digital transformation, Explainable AI

Call for papers: Community-driven (Social) Innovation in Collaborative Ecosystems

I am delighted to share this call for papers for the European Academy of Management’s (EURAM2026’s) SIG01: Business for Society (B4S).

My colleagues, Mario Tani, University of Naples Federico II, Naples, Italy; Gianpaolo Basile, Università Telematica Universitas Mercatorum, Rome, Italy; Ciro Troise, University of Turin, Turin, Italy; Maria Palazzo, Università Telematica Universitas Mercatorum, Rome, Italy; Asha Thomas, Wrocław University of Science and Technology AND I, are guest editing a track entitled: “Relationships, Values, and Community-driven (Social) Innovation in Collaborative Ecosystems” (T01-14).

We are inviting conceptual, empirical and methodological papers on the interplay between open innovation, digital platforms and the power of the crowd in navigating today’s grand challenges.

“This track explores the strategic shift from firm-centric models to dynamic, collaborative ecosystems. We examine how deep stakeholder engagement, shared values, and community-driven innovation can generate sustainable economic, social, and environmental value”.

Further details about this conference track are available here: https://lnkd.in/djN8KpDw [T01-14].

Keywords: EURAM2026; Business For Society B4S; Collaborative Ecosystems; Open Innovation Community Driven Innovation; Stakeholder Engagement; Digital; Digital Platforms; Digital Transformation; Crowdsourcing; Sustainable Development Goals (SDGs); UNSDGs; SDG9 [Industry, Innovation And Infrastructure]; SDG11 [Sustainable Cities And Communities]; SDG12 [Responsible Consumption And Production]; SDG17 [Partnerships For The Goals].

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Filed under digital, digital media, digital transformation, innovation, internet technologies, internet technologies and society, Marketing, online, Open Innovation, Stakeholder Engagement, Sustainability, technology, Web

Exaggerated statements in online consumer reviews: Causes and implications

Featuring snippets from an article that was accepted for publication through Springer’s “Service Business”.

Suggested citation: Camilleri, M.A., Bhatnagar, S.B. & Chakraborty, D. (2025). Exaggerated statements in online consumer reviews: Causes and implications. Service Business, 19, Art. 19, https://doi.org/10.1007/s11628-025-00590-6

Abstract

This study investigates the factors that contribute to the creation of inflated consumer testimonials. Quantitative data were gathered from four hundred forty (440) respondents who shared their service experiences through popular social media platforms. A covariance-based structural equations model approach has been used to analyze the data. The results suggest that psychological and emotional factors including the consumers’ self-image, self-enhancement as well as their motivations for retribution against service providers, are having a significant effect on the development of amplified review content.

Keywords: Consumer reviews, Constructive reviews, Altruistic reviews, Overblown reviews; tourism and hospitality.

1 Introduction

Researchers have frequently reported that certain individuals tend to misrepresent facts and may willingly decide to deceive other persons, in their daily conversations, including in virtual ones (Moqbel and Jain 2025; Sahut et al. 2024). It is very likely that such persons would fabricate content when they engage in online conversations (Plotkina et al. 2020) and may even create inflated claims in their user generated content, while sharing personal experiences with online users (Belarmino et al. 2022; Bozkurt et al. 2023). Electronic word of mouth communications, like online reviews, are not always truthful (Camilleri, 2022; Kapoor et al. 2021; Lee et al. 2022; Tomazelli et al. 2024), as they may frequently feature inflated claims (Román et al. 2023). A few researchers have even suggested that exaggerated reviews can have an adverse effect on their credibility (Chatterjee et al. 2023).

A lack of credibility and trustworthiness in online reviews could negatively affect the consumers’ perceptions and attitudes toward the business (Camilleri and Filieri 2023; Tan and Chen 2023). For instance, Fong et al. (2024) distinguished between trustworthy and untrustworthy content presented in online consumer testimonials. Yet, for the time being, there is still scarce research focused on the propagation of inflated claims in online reviews (Arif and Chandwani 2024). Various researchers have often attempted to find ways to detect misinformation and prefabricated online content including in social media and review platforms (Chen et al. 2022).

However, in many cases, it proves difficult to recognize the identities of those reviewers who are sharing overblown and deceitful statements about their experiences in online platforms (Bylok 2022). Notwithstanding, there may be different reasons why individuals engage in deceptive behaviors. People may decide to deceive others for personal gain, and/or to protect their own image or reputation. Their intention could be to manipulate others to achieve desired outcomes (Min and Wakslak 2022). Alternatively, they may rationalize their deceitful behaviors due to psychological factors. Such individuals would probably convince themselves that their actions are justified or harmless (Costa Filho et al. 2023; Petrescu et al. 2022).

Undoubtedly, the topic about deceitful, unreliable and inflated online reviews warrants further investigation, as these electronic word-of-mouth communications may constitute false advertising or fraud. Prospective consumers can be manipulated and misled into buying substandard or misrepresented products/services. For example, the use of generative AI could exacerbate the pervasiveness of fake inflated review content with high linguistic sophistication. Hence, it may prove hard for online users to detect the legitimacy and veracity of consumer reviews. Certainly, further investigation is warranted on this topic, to better understand the incidence and the scale of the exaggerated claims featured in user-generated content, their underlying motivations and drivers, as well as the identification of technological and regulatory responses.

In this light, this research identifies the factors and the extent to which online users share overstatements and amplified assertions in consumer review platforms. Specifically, the underlying research questions are: [RQ1] How and to what extent are the consumers’ altruistic intentions to provide customer-focused reviews contributing to the development of exaggerated claims in their testimonials? [RQ2] How and to what extent are the consumers’ constructive reviews aimed at service providers having an effect on the development of exaggerated claims in their testimonials? [RQ3] How and to what extent are the consumers’ psychological factors including their self-esteem and self-image having an effect on the development of exaggerated claims in their testimonials? [RQ4] How and to what extent are the consumers’ dissatisfaction levels with the services they receive and their retribution motivations having an effect on the development of exaggerated claims in their testimonials?

This empirical study builds on extant theoretical underpinnings related to the interpersonal deception theory (Buller and Burgoon 1996; Buller et al. 1996; Burgoon 2015; Gaspar et al. 2022) to delve into the factors that can lead consumers to create inflated claims in online reviews (Hill Cummings et al. 2024; Valdez et al. 2018). The researchers validate constructs that were tried and tested in academia including altruistic motivations to support prospects and/or businesses (Hennig-Thurau et al. 2004; Yoo and Gretzel 2008), perceived self-enhancement, perceived self-image and retribution behaviors (Yoo and Gretzel 2008).

Unlike previous studies, that focus on how reviews could influence purchase decisions, or those that investigate the rationale for sharing reviews, this contribution examines the processes and motivations that lead to the articulation of exaggerated claims in testimonials (that can be either positive or negative). From the outset, this original research rejects the dominant assumption that inflated reviews are simply driven by the consumers’ egos, or from their malicious intentions. On the contrary, it suggests that altruistic appraisals that are meant to support prospective customers, constructive criticism to service providers or feedback motivated by retributive intentions, after experiencing service failures, and/or the integration of psychological self-concepts could amplify or trigger exaggerated claims in consumer reviews. As far as the authors are aware, for the time being, there are no other studies that have integrated the above factors in the same conceptual model by referring to the interpersonal deception theory as an exploratory lens. Therefore, this contribution aims to address this knowledge gap, in the tourism and hospitality industry context. The study advances a novel theoretical model that is empirically tested, in terms of the constructs’ reliabilities and validities. Moreover, it also sheds light on the significance of the causal paths that predict the consumers’ likelihood of creating exaggerated content in review platforms.

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Filed under academia, Business, consumer experience, Consumer reviews, CX, digital, digital media, online reviews, social media

Scaling up small enterprises: What’s the growth formula?

Pleased to share that I have recently coauthored an open-access article about the growth hacking capabilities of small and medium-sized enterprises (SMEs). It has been published in collaboration with my Italian colleagues from the University of Turin, via the Journal of Business Research.

Our research confirms that SMEs can leverage their growth potential through return-generating investments in disruptive innovations and by harnessing big data analytics. In sum, it suggests that core competencies, resources, and capabilities in these areas, can enhance the SMEs’ financial and operational performance.

READ FURTHER: The full paper can be accessed here: https://www.sciencedirect.com/science/article/pii/S0148296325001110

Suggested citation: Giordino, D., Troise, C., Bresciani, S. & Camilleri, M.A. (2025). Growth hacking capability: Antecedents and performance implications in the context of SMEs, Journal of Business Research, 192, https://doi.org/10.1016/j.jbusres.2025.115288 

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Filed under Analytics, Big Data, Business, digital, innovation, Marketing, online, Small Business, technology